U.S. Consumers' Patronage Intentions towards Asian Brands' Uniqueness: Moderating Role of Consumer's Lifestyle
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In response to the growing number of Asian brands expanding into Western markets like the U.S., this study examines U.S. consumers and their lifestyle characteristics that may especially attract them to the unique appeal of Asian brands. Even though Asian brand uniqueness has been found to be an important asset for encouraging consumers to patronize a brand, the role that lifestyle characteristics play particularly in the context of Asian brands has not been studied. To fill this gap, the study specifically examined how Asian brand uniqueness can influence patronage intention and how these outcomes are moderated by different consumer lifestyle characteristics such as global identity, consumer innovativeness, and urban living. Furthermore, the study specifically examines Asian brand uniqueness through the influence of cultural authenticity of the Asian brands.